Christmas week proved to be a resounding success at the box office, with a total estimated revenue of $281.4 million. This represents a 14% increase compared to the same period last year, indicating that moviegoing remains healthy in the post-pandemic era. Despite the absence of a blockbuster film, the diverse lineup of movies attracted families and audiences of all ages. Let’s delve into the details of this unexpected triumph.
The superhero sequel Aquaman and the Lost Kingdom, produced by Warner Bros./DC, emerged as the highest-grossing film of the week, earning an impressive $58.3 million. However, closely trailing behind was another Warner Bros. release, Wonka, with a second week take of $53.1 million. The strong performance of these two films is a testament to the enduring popularity of franchises and the skillful marketing campaigns employed by Warner Bros.
Warner Bros. invested heavily in television spots to promote both Aquaman and the Lost Kingdom and Wonka. According to iSpot, their advertising spending for Wonka was almost on par with Aquaman and the Lost Kingdom, totaling $13 million and $14 million, respectively. The household TV campaign generated close to a billion impressions, with the majority of the ads airing on major networks such as ABC, NBC, TBS, Fox, and CBS. Notably, the most viewed Wonka TV ads appeared during popular programs like NFL games, NBA games, MLB post-season games, NBC’s The Voice, and ABC’s Good Morning America. This strategic placement helped maximize viewership and generate buzz for the films.
After 14 days in theaters, Wonka has amassed a domestic total of $110.6 million. Although it falls slightly behind Disney’s Mary Poppins Returns at the same point in time, which ultimately grossed $171.9 million, Wonka’s performance is nothing short of impressive. The film has managed to maintain a steady revenue stream, with only a 3% decline from Wednesday to Thursday. With anticipated earnings in the $20 million range over the four-day New Year’s holiday, Wonka is poised to continue its successful run.
Migration and Trolls World Tour Hold Strong
Illumination and Universal’s Migration ranked second on Thursday with $6.5 million, marking a 4% increase from the previous day. The film has accumulated a noteworthy total of $37 million for the week. Additionally, Uni’s animated hit Trolls World Tour contributed $4.4 million to the Christmas week box office, bringing its overall earnings to an impressive $95.5 million. Whether it can surpass the $100 million mark remains to be seen, but its consistent performance suggests strong audience interest.
Warner Bros./DC’s Aquaman and the Lost Kingdom secured the third spot on Thursday with $5.77 million. The film maintained its audience turnout with only a slight 3% decline from Wednesday. In comparison to the first week of The Marvels, the fish-man’s sequel is pacing ahead by 6%. Despite the steep drop The Marvels experienced in its second weekend (-78%), Aquaman 2 benefits from the holiday season and the four-day timeframe. The absence of New Year’s Eve falling on a Sunday, which traditionally sees lower attendance, is another advantage for this superhero extravaganza.
Warner Bros.’ feature musical, The Color Purple, garnered $3.28 million on Thursday, and Sony’s Anyone But You posted $2.8 million. Both films experienced modest declines from the previous day but remain within the expected range. The Color Purple has grossed $32.3 million in four days, displaying a consistent performance. On the other hand, Anyone But You has accumulated $16 million during its first week. While its financial prospects may be secure in the long run, the lukewarm reception to romantic comedies in theaters, given the rise of streaming platforms, is evident.
The PG-13 rated film, The Boys in the Boat, produced by Amazon MGM, recorded a Thursday revenue of $2.4 million. This represents a minor 2% decline from the previous day. Its four-day total stands at an impressive $13.6 million. The film’s success can be attributed to its overperformance in the middle of the country and the Pacific Northwest, where the story is set. The combination of its family-friendly rating and the inspirational true story resonated with viewers, particularly families and faith-based audiences, surpassing initial expectations. Credit goes to George Clooney for actively collaborating with the marketing team to target these specific audiences, resulting in a film that delivers on its promises.
Amazon MGM’s marketing campaign for The Boys in the Boat adopted several key strategies to maximize its impact. This included strategic media buying, grassroots outreach, and an emphasis on attracting sports fans through targeted media placements during in-season sports events such as NBA, NFL, NHL, WWE, and college football. The comprehensive TV campaign generated close to half a billion impressions, with the most prominent exposure during NFL, The Voice, Good Morning America, NBA games, and SportsCenter. Amazon MGM’s significant investment in advertising far surpassed NEON’s spending on their Christmas week release of Ferrari.
The promotional efforts for The Boys in the Boat extended beyond traditional advertising. George Clooney, the filmmaker, made a pre-game appearance in a promotional spot for the Eagles vs. Giants NFL game on Fox, capitalizing on the wide viewership of sports events. Early access screenings and mystery movie initiatives were also part of the campaign to generate word-of-mouth buzz. Furthermore, Amazon MGM collaborated with various organizations, including churches, high school and college sports teams, and national rowing organizations, to create group sales programs and reach target demographics effectively.
The Power of an Inspirational True Story
The appeal of The Boys in the Boat lies in its inspirational true story, which resonates with audiences seeking uplifting and meaningful content. The collaboration between the film’s director and Daniel James Brown, the author of the best-selling non-fiction book, further elevated the project’s credibility. By highlighting the movie’s inspirational core and the director’s involvement, Amazon MGM’s marketing team successfully attracted viewers who desired an emotionally impactful and uplifting cinematic experience.
The box office success of Christmas week 2021 showcases the resilience and enduring appeal of moviegoing. Despite the challenges posed by the pandemic, the diverse range of films, from blockbuster sequels to heartwarming dramas, managed to captivate audiences of all ages. Warner Bros., in particular, demonstrated their marketing prowess with the strong performance of Aquaman and the Lost Kingdom and Wonka. Additionally, the unexpected triumph of The Boys in the Boat exemplifies the power of strategic marketing and the resonance of an inspirational true story. As the industry continues to navigate the post-pandemic landscape, the box office reign of Christmas week serves as a testament to the enduring magic of the silver screen.